My first grader just completed the reading "contest" at our local public school. He read 400 books or chapters in books in 4 months!
You could choose to read the books to your child, but he wanted to try to read them himself. He actually read 107 books, mostly chapter books. They were all at a second and now third grade level. The school gave little prizes at each 50 book increment. At the 400 level, you get a special medal and a party with the principal.
He still hasn't caught on to reading for pleasure but maybe next year. He read 45 minutes a day to get there!